Three Big Picture Trends That Will Define Influencer Marketing in the Next Year

Speaking of influencers, so-called celebrities used to be all the rage. Now, many marketers pay attention to the micro influencer.

I think the definition of influencer will expand more and more over time. There are already many varied types of influencers, like nano influencers, kids (child) influencers, B2B influencers, virtual influencers, and the like. As far as I’m concerned, I see massive potential in B2B and virtual influencers. I feel many marketers have already noticed the importance of B2B influencers in the US market, but others (especially Asian markets) haven’t.

Maybe they regard social media influencers, like female Instagrammers, as the only influencers, but I think the term influencer should include various types, like journalists and even business authorities. On the other hand, I think the staff in shops, such as cosmetics and apparel, could be proactive influencers because they are well versed in their product or service.

When it comes to virtual influencers, I believe many brands will start to collaborate with them with peace of mind because they can control virtual influencers to the nines, unlike humans. On top of this, we can replicate or revive historical influencers who already passed away with leading-edge technology like VR. In fact, KFC (Kentucky Fried Chicken) took advantage of virtual Colonel Sanders in their marketing activities. Calvin Klein, an American luxury fashion brand, got Bella Hadid to make out with Lil Miquela, who was the most famous virtual influencer in their promotion video. The more technology evolves forward, the more that virtual influencers’ abilities will increase. That’s why I feel the virtual influencer has massive potential.

Source: Medium.com

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